Key Points Summary:
Last week, I traded in the office for the sunny Gold Coast to attend the iMedia Future of Marketing Summit 2025 and met CMO's and marketing experts from all around the country. In amongst the roundtables, panels and ocean cruises there were plenty of bold predictions and dramatic AI driven conclusions: “Segmentation is dead! Personas are dead!”
But before you rip up your strategy playbook, here’s the key take outs beyond the hype.
Vanja Wilson from Partnerize set the tone beautifully: lead with empathy and authenticity. In an age of hyper-automation, humanity is the ultimate differentiator. Brands, teams and leaders who are authentic create trust—critical in a trust-deficit economy.
Takeaway: Marketing starts with leadership. Your campaign isn’t going to land if your culture doesn’t live it first.
Anthony Mittelmark (Fractional CTO) told us Sam Altman predicts AI will replace 95% of ad agency work. He predicted the future is agentic marketing: think AI agents doing hyper-personalised ads for each customer (N=1).
CMOs 2.0 will need to balance machine efficiency with human creativity. Because without creativity, you’re just automating beige wallpaper.
Joshua Poole (Studio Hawk) showed us Google’s AI search mode which launched in the US last week with no ads. SEO in the AI era means what people say about your brand on Reddit matters more than your homepage, i.e. reviews (good and bad) shape how your highly your brand is displayed on AI platforms. You haven't missed out on revenue yet, but the next 12-18 months is key.
Takeaway: for SEO don’t forget about the algorithms, but we ALSO need to start optimising for AI 😵💫. Build sub-pages, answer questions, think like Reddit threads, Q&A. Be the answer an AI would choose.
Mark Byrne from Headspring reminded us that mediocrity is the real enemy: the sea of sameness is drowning brands.
Outsource = risk (you lose your edge). Augment = significant opportunity. The smartest marketers will treat Gen AI as a strategic partner, not an intern, i.e. use AI to build on your critical thinking (not replace it like most of your competitors).
Takeaway: Don’t delegate your brand’s soul to machines (read more about the cost of being dull here)
Ashley Fell (McCrindle) brought data, trends and some healthy generational reality checks in her fabulous trend presentation:
Takeaway: Timeless human needs still matter (connection, trust, belonging). But the way we meet them must evolve to stay relevant.
Renata Freund (Honeycomb) revealed why Mecca’s loop rewards program is a masterclass in loyalty: it’s designed around behavioural science and gifts, not discounts.
Takeaway: Loyalty is earned through 'relationship gestures' not transactions – connecting emotionally is key.
Steph Garner at Australian Red Cross Lifeblood showed how data-driven programmatic OOH can literally save lives.
Takeaway: When personalisation meets purpose, you’re using tech to solve big problems and drive results.
If there was one drumbeat across the summit, it was this: authenticity cannot be sacrificed to AI.
Look at Bud Light’s backlash lesson: if you don’t know who your customer is and what they care about, you’re playing with fire.
Takeaway: in the chaos of shifting consumer preferences, the brands who understand their DNA, align it with their customers and stay true to their values will win.
Josh Faulks from the AANA closed the loop with a mic-drop quote:
“When nothing is certain, anything is possible.” Buddha
In other words, the marketing world is being rewritten in real-time (again). Uncertainty is your invitation (and imperative) to innovate – but don’t forget to build your brand’s foundation first.
The future of marketing is not about choosing between humans and AI. It’s about blending the two in ways that are bold, creative and authentic.
It might be the Gold Coast afterglow, but the message is bright and clear: the marketers who win will be the ones who keep their humanity intact while surfing the AI wave. Wan't more of the 'how'? Let's chat.
